THE CONTENT IS A
                          DISTRACTION



Tuesday 24 March 2009
Tuesday 24 March 2009
Photo by Flickr user Angatuba - Legionaire

Tuesday 24 March 2009
Photo by Flickr user SingC
Tuesday 24 March 2009
Tuesday 24 March 2009
abcdefgh
Real                                 ijklmno
                             Blah
                        Hm
Life   ...
abcdefgh
                         ijklmno
                         pqrstuv
                           wxyz




Tuesday 24 ...
“THE USER IS THE CONTENT”




Tuesday 24 March 2009
IN SOME CASES
          THIS IS PRETTY
            OBVIOUS




                           Photo by Flickr user eyetwist

T...
What about
                          me?



                                     Photo by Flickr user just Luh.
Tuesday 24...
THERE
                        
 
 
 
 IS
                        




A
                        
 
 
 HIERARCHY


Tuesday ...
“The meaning of a text resides not
       in the author’s intentions, but its
      readers legitimate interpretations.”
 ...
Be Mr. Fantastic.




Tuesday 24 March 2009
We create the content.




                                          Photo by Flickr user Biology Big Brother

Tuesday 24 ...
Tuesday 24 March 2009
COMPU-GLOBAL-HYPER-MEGA-DRIVE.
                              a.k.a. Interactivity




Tuesday 24 March 2009
“Interactivity can be defined as the degree to which a
     communication technology can create a mediated environment
    ...
But what does it all mean?



Tuesday 24 March 2009
“...a communication technology can create a mediated
                                    environment...”




             ...
“... participants can communicate, both synchronously and
    asynchronously, and participate in reciprocal message exchan...
“... perceive the experience as a simulation of interpersonal
                                 communication...”




  Whe...
“... increase their awareness of telepresence.”




   And feel like we’re with the other person (or not-person).




    ...
Enhance    Obsolesce




                        Retrieve    Reverse




Tuesday 24 March 2009
Enhance:
                            It can enhance
                                                     Obsolesce:
      ...
WHAT IS THE CONTENT?


   • What               is the content in new media?

        • Is     it the computer screen and k...
REFERENCES


       Kiousis. S. (2002) Interactivity: a concept explication. New
       Media Society 4; p355-383.

      ...
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Interactivity is the Medium

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My presentation for Technocultures

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  • We all know that the medium is the message, but what does that make content? “The content is just a juicy piece of meat that the burglar carries to distract the guard dog.” (McLuhan in Levinson, 1999)


  • What we are watching or listening to is not important. it is the fact we are using the media.
  • We don’t usually discuss the media- Except in the case of children. Here we recognise the importance of media consumption and argue that they are ‘watching too much TV.’
  • However, the content is not entirely unimportant. Rather McLuhan (In levinson, 1999) said that it was in fact another medium. Thus part of the message is the medium it re appropriates.
  • An example of the mediums that make up other mediums. Tv is made up of Movies, which is made up of a Novel, which is made up of the Alphabet, which is made up of Speech, which is made up of our Thoughts which is taken from real life.
  • But what about new media? What is it’s previous media?
  • It takes a little more than just the mix of movie, novel, radio
  • The Viewer is the content. In a telephone, this is rather obvious.
    “When you are on the telephone or on the air the sender is sent, the disembodied user extends to al those who are recipients of the electronic information” (McLuhan in Levinson, 1999)
  • But why is the TV is the user? I mean, shouldn’t it just be the tv presenter who is the medium?
  • There is a hierarchy for McLuhan’s notion of the user as content.
  • It’s the reader. They infer their own things when consuming media.
  • The human perceiver travels through one way electronic media. This confused me. I think it relates to his comment about media being an extension of human sensory organs.
    If this is indeed what it means, then it is only for electronic mediums. The ones that pull you to the event as it occurs.
  • This refers to the instances where we actually create the media, such as blogs, twitter etc.
  • So the internet contains everything before it, but it seems to be more than just that.
  • It seems that interactivity plays a big part in being the ‘special-sauce’ of what makes ew media different.
  • it’s one of those things where we all know what it is, but it’s kinda hard to describe.





  • Perhaps the interactivity is a media in itself? This is McLuhan’s tetrad, it canbe used to explore interactivity.
  • If we fill it in, we see that it does seem almost like interactivity is a medium.


  • Interactivity is the Medium

    1. 1. THE CONTENT IS A DISTRACTION Tuesday 24 March 2009
    2. 2. Tuesday 24 March 2009
    3. 3. Photo by Flickr user Angatuba - Legionaire Tuesday 24 March 2009
    4. 4. Photo by Flickr user SingC Tuesday 24 March 2009
    5. 5. Tuesday 24 March 2009
    6. 6. abcdefgh Real ijklmno Blah Hm Life pqrstuv wxyz Tuesday 24 March 2009
    7. 7. abcdefgh ijklmno pqrstuv wxyz Tuesday 24 March 2009
    8. 8. “THE USER IS THE CONTENT” Tuesday 24 March 2009
    9. 9. IN SOME CASES THIS IS PRETTY OBVIOUS Photo by Flickr user eyetwist Tuesday 24 March 2009
    10. 10. What about me? Photo by Flickr user just Luh. Tuesday 24 March 2009
    11. 11. THERE IS A HIERARCHY Tuesday 24 March 2009
    12. 12. “The meaning of a text resides not in the author’s intentions, but its readers legitimate interpretations.” Paul Levinson, paraphrasing I.A. Richards Tuesday 24 March 2009
    13. 13. Be Mr. Fantastic. Tuesday 24 March 2009
    14. 14. We create the content. Photo by Flickr user Biology Big Brother Tuesday 24 March 2009
    15. 15. Tuesday 24 March 2009
    16. 16. COMPU-GLOBAL-HYPER-MEGA-DRIVE. a.k.a. Interactivity Tuesday 24 March 2009
    17. 17. “Interactivity can be defined as the degree to which a communication technology can create a mediated environment in which participants can communicate, both synchronously and asynchronously, and participate in reciprocal message exchanges. With regard to human users, it additionally refers to their ability to perceive the experience as a simulation of interpersonal communication and increase their awareness of telepresence.” Spiro Kiousis Tuesday 24 March 2009
    18. 18. But what does it all mean? Tuesday 24 March 2009
    19. 19. “...a communication technology can create a mediated environment...” In a medium Tuesday 24 March 2009
    20. 20. “... participants can communicate, both synchronously and asynchronously, and participate in reciprocal message exchanges...” People (or not-people) change things, and convey information Tuesday 24 March 2009
    21. 21. “... perceive the experience as a simulation of interpersonal communication...” Where feel like there is something going on there. Not just following a script Tuesday 24 March 2009
    22. 22. “... increase their awareness of telepresence.” And feel like we’re with the other person (or not-person). Photo by Flickr user SweetShiwa Tuesday 24 March 2009
    23. 23. Enhance Obsolesce Retrieve Reverse Tuesday 24 March 2009
    24. 24. Enhance: It can enhance Obsolesce: interpersonal It obsolesces the communication and other person. human-medium communication Reverse: Gains a control over Retrieve: the feeling of two-way the user, the medium dialogue. won’t progress unless the user is using it. Tuesday 24 March 2009
    25. 25. WHAT IS THE CONTENT? • What is the content in new media? • Is it the computer screen and keyboard? • The application; Firefox / Word / MSN? • Are these the same mediums? Tuesday 24 March 2009
    26. 26. REFERENCES Kiousis. S. (2002) Interactivity: a concept explication. New Media Society 4; p355-383. Levinon, P. (1999) Digital McLuhan: Guide to the Information Millenum. London & New York: Routledge Tuesday 24 March 2009

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